October 2022 - upGrad Campus

Introductory Guide to Artificial Intelligence (AI) and its Applications.

Atta se sasta Data hai.

(Translation: Data is cheaper than flour!)

This seems to be the general sentiment of the masses today. 

And while that sounds funny, you have to acknowledge the truth in this statement.

Today, everything around us is either already automated or is in the process of being so. But automation doesn’t just happen overnight. These machines have to be constantly fed with data to help them learn and become of use. Be it Netflix recommendations or the Smart Tesla cars – we are used to having expert systems that have a brain of their own. And that ladies and gentlemen is the magic (the irony is not lost on us) of Artificial Intelligence.

What is Artificial Intelligence?

What is Artificial Intelligence?

Before we dive deeper into the applications of Artificial Intelligence, let us look at its origin story.

Famed Computer Scientist, Alan Turing asked himself “Can machines think?”, all the way back in the 20th century. Thus, the idea of Artificial Intelligence was born. Broadly speaking, AI is the ability to program machines to mimic human intelligence and automate our tasks. To put it simply, AI is the simulation of human intelligence in machines. Artificial Intelligence, which was once just an idea in theory, is now more prevalent than ever. 

AI programming focuses mainly on achieving 3 cognitive abilities:

  • Learning
  • Reasoning
  • Self Correction

What do these abilities entail?

Learning

To simplify this, think of machines as human babies. Babies are constantly bombarded with stimuli from the environment, that they then use to learn new things. Similarly in the case of machines, the machine is the infant and the raw data we keep feeding it, is used by the machine to ‘learn’ or pick up new skills. 

Reasoning

Despite the occasional need for calculators, the human mind is still the most well-oiled machine out there, built to pick up skills on its own. However machines (ironically built by humans) need an extra push to pick up new skills from the data they are presented with. Hence, these machines rely on certain algorithms which enable them to understand data and draw inferences.

Self Correction

Once the machine draws up its own conclusions, they are then checked with the real world solutions to measure the machine’s accuracy. Depending on how wrong the solution is, the machine learns from its mistakes and draws better conclusions the next time.

The underlying principle behind all AI systems remains the same as described above, i.e. to first learn, reason and then proceed to correct itself (although humans could use a bit of self correction too).

Types of Artificial Intelligence

Types of Artificial Intelligence

Artificial Intelligence is a broad term that encomposses many subsets like Machine Learning or Natural Language Processing and these subsets are known to many. Broadly speaking, there are 4 main types of Artificial Intelligence:

  1. Reactive Artificial Intelligence

The most basic type of Artificial Intelligence, Reactive AI, does not interact with the world. It lacks imagination and will respond in the exact same way every time when presented with the same situation, making them extremely trustworthy and reliable.

One of the most famous examples of Reactive AI is Deep Blue. Deep Blue is a supercomputer that was created by IBM. This supercomputer is famous for playing and winning a chess match against chess champion Garry Kasparov.

But how did Deep Blue win the game? 

In a reactive AI model, machines neither work with data nor do they have the facility to store any memory. They function depending on the way they are programmed, i.e., through a predictable output. Deep Blue made its move based on its observation from its opponent’s move. 

Another example of a game-playing Reactive AI is AlphaGo. Google Inc’s brainchild, AlphaGo is unable to evaluate future outcomes. Instead it relies on its own neural network to evaluate developments of the present game.

  1. Limited Memory AI

Limited Memory AI is being used worldwide today and is constantly experimented with.

A Limited Memory AI absorbs learning data and makes future predictions based on historical data. This form of AI automatically trains itself to evolve and become better. 

An example of Limited Memory AI is the Smart Car. A smart car is a self-driving car. How do these work? 

Based on the data fed, the car’s AI enhances its capabilities to understand its environment and self-drive in a safe and secure manner. 

  1. Theory of Mind AI

Although still in its development stage, Scientists claim that Theory of Mind AI will be considered successful when AI picks up the ability of decision making, similar to that of the human mind. To reach this stage, machines will have to understand human emotions and thereby act in accordance with these emotions to make decisions. 

This type of AI might not yet be fully functional, but we are getting closer and closer to the day machines respond to human emotions. An example of a recent success was Sophia

An AI built in the year 2016, it was capable of seeing human emotions and was also able to respond to these emotions. A small victory in the grand scheme of things! 

  1. Self-aware AI

Also another theory being experimented with, this type of AI is when machines reach a level of consciousness at par with humans. Artificial Intelligence experts claim that at this stage, machines will be fully aware of emotions and the state of minds of others around them. Their needs, emotions and desires will match that of human beings. 

What is the difference between Artificial Intelligence and Machine Learning?

What is the difference between Artificial Intelligence and Machine Learning?

The two terms are often used interchangeably and while they do share a lot of similarities there are certain key differences between the two. Let us explore these differences,

Machine Learning.

Machine Learning deals with systems using historical data to learn. Its main aim is to capture patterns present in historical data and to gain insights that could predict an outcome. It uses algorithms to “learn” from data, and these algorithms are usually specific to the task at hand. 

Just like AI, Machine Learning is also a very broad term and can be divided into 3 categories:

  1. Supervised

     

 It’s a method where you provide assistance to help the machine learn by labelling data.

For instance, you label a picture of a dog as “A Dog” along with a picture of a cat as “A Cat” and feed this data to the ML model. This assistance that you provided will help the machine differentiate the two and identify them accurately in the future.

  1. Unsupervised

As the name suggests, this type of model learns from data without any guidance. In contrast to the above example, with the classification of cats and dogs, in this case you would just feed the machine unlabelled data. The idea here is for the machine to just find similarities or differences within a given dataset, as opposed to accurately labelling things. So in this case the machine would be able to tell that these two things are different but would not be able to identify them as cats or dogs.

  1. Reinforcement

This Machine Learning model involves machines making decisions sequentially and calculating the rewards associated with the sequence. The end goal is to determine which sequence of events is associated with the maximum reward.

Machine Learning algorithms are everywhere in today’s world. Email spam filters, search algorithms, online recommendation systems, Facebook friend suggestions, stock price forecasting, bank fraud detection, etc. are just a few applications of Machine Learning in today’s world.

Artificial Intelligence

AI as we discussed, is the idea of machines mimicking human intelligence to solve problems. In fact, Machine Learning and Deep Learning are subsets of AI. Unlike Machine Learning or Deep Learning, however, with Artificial Intelligence, more emphasis is placed on the success of performing a task than its accuracy. 

AI includes three stages as well – learning from data, reasoning or making sense of the given data and finally making self corrections in the output if needed. AI and its applications include voice assistants like Siri & Alexa, humanoid robots like Sophia and chatbots, etc. Further, AI can be broadly classified as:

  • Artificial Narrow Intelligence (Weak AI)
  • Artificial General Intelligence (General AI)
  • Artificial Super Intelligence (Strong AI)

While they have their set differences, the reason AI and ML are used interchangeably, is because they are so often used together. An instance where Artificial Intelligence and Machine Learning go hand in hand includes: 

Speech recognition and Natural Language Processing where AI is used to identify the things spoken by humans and NLP techniques are used to process it. 

Sentiment Analysis is another such example which can determine the positive, neutral or negative attitudes that are expressed in text.

The Future of AI

The Future of AI

Artificial Intelligence is still a relatively new field, with a lot of promise and stakes resting on the coming future. With Speech recognition already taking off, it is exciting to see what AI systems can do with Theory of Mind or Self aware AI technology and how future applications of Artificial Intelligence manifest.

In the present, we are bound by the vast infrastructure and higher computational power needed to execute Artificial Intelligence. Although Gordon Moore stated in 1965 that “every two years the number of transistors on every chip is doubled while the cost of computer’s is halved”, AI is still a costly business. However, with or without the financial backing and computational power, AI has still come a really long way from Alan Turing’s initial question “Can machine’s think?” As we have seen, the history of Artificial Intelligence has made a tremendous impact on our lives and it seems all but inevitable that the future of AI is going to make a greater impact still. 

What are your thoughts on the future of Artificial Intelligence? Is a career in Artificial Intelligence worth pursuing today? Let us know in the comments below.

Importance and Scope of Digital Marketing for Online Business

Importance and Scope of Digital Marketing for Online

What is Digital Marketing?

The Main Types of Digital Marketing

  1. SEO Optimization
  2. Content Marketing
  3. Email Marketing 
  4. Pay Per Click 
  5. Affiliate Marketing

How is Digital Marketing taking over Traditional Marketing?

  1. The Reach 
  2. Cost
  3. Versatility 
  4. Interactivity 
  5. Results

Why is Digital Marketing Important for the Future? 

The Scope of Branding and Digital Marketing as a Career 

Frequently Asked Questions (FAQs)

  1. Why is marketing important in online business? 
  2. What is the importance of digital marketing in India? 
  3. What is digital marketing for e-commerce?
  4. What is the scope of digital media?
  5. What is the scope of digital marketing in the current business scenario?

Digital marketing for online business plays a significant role in the success of any brand. In today’s digital landscape, it can be considered the heartbeat of modern advertisement and product promotion. This is an innovative and powerful tool that can help companies grow and reach new potential customers. 

Increasingly, companies have started to recognize the scope and humongous potential of online advertising. With the rise in digital marketing for online business, there has been a subsequent rise in demand for talent who can leverage its power. This has led to an influx of students enrolling in online marketing courses to prepare better for a prosperous future. 

What is Digital Marketing?

What is Digital Marketing?

A revolutionary new tool, digital marketing can be considered an art! The art of advertising a company’s products and services through different virtual channels. These products could be promoted through social media, online websites, email, and many more such avenues. The primary goal of digital marketing is to connect potential customers to your business in an engaging and meaningful manner to boost engagement and drive sales. 

But did you know that digital marketing is actually an umbrella term, under which is a whole spectrum of unique marketing techniques? Let’s delve deeper into the main types of digital marketing for online business.

The Main Types of Digital Marketing

The Main Types of Digital Marketing

Here are the five predominant types of digital marketing for online business that are most popular and useful. 

  1. Search Engine Optimisation

    Search Engine Optimization or SEO optimization entails taking certain steps to improve your brand website’s visibility on Google and other such search engines. The philosophy of SEO optimization is simple, and can be explained using a quick example.

    Suppose you wish to find the best restaurant to order food from. Typing out ‘best restaurant’ on Google will give you hundreds of results, but you are most likely to select only the first link. Hence the owner of the restaurant that ranks first on the SERP (Search Engine Results Page) is bound to get the most traffic, and thus the most sales. 

    This is SEO optimization. The goal is to rank as high as possible on the results page to garner more organic traffic to your website. The tips and tricks you require to achieve this feat are central to digital marketing for online business, and can go a long way in boosting sales without having to pay for advertising.  

  2. Content Marketing

    Next up, let’s examine content marketing. Content marketing ties in very well with SEO optimization. This is because content marketing pertains to creating relevant and meaningful content on your website that aims to engage audiences and attract more readers. This content can then be optimised using keywords to ensure that it ranks higher up in the SERP.

    This form of digital marketing for online business is highly useful in demonstrating your company’s expertise in a particular domain, and is responsible for enhancing brand awareness. Content used for this type of marketing can be in the form of videos, reels, infographics, and more.

  3. Email Marketing

    To everyone who thinks emails are outdated, we have some news for you! Email marketing is actually quite an important tool for digital marketing for online business, and is regularly leveraged by brands even today. 

    Email marketing serves as a personal connection between your online business and the customer. To reach potential customers, companies can send targeted emails to a list of subscribers. This has the potential for building relationships, promoting products and services. Additionally, this enables directly connecting with your users, fostering better relationships and keeping them informed about your latest products. With carefully crafted email campaigns, you can drive higher sales as well as loyalty among your customer base.

  4. Pay Per Click

    Pay Per Click (PPC) is an advertising style akin to putting up billboards on your different websites. It is a strategy that provides immediate visibility for your brand or company. This is a form of digital marketing for online business where advertisers pay a fee each time their ads are clicked on by users. Search engine advertising is the most common form of PPC advertising, and the most popular example is Google ads. 

    By bidding on specific keywords, PPC marketing ensures that a company’s products or services are on the front and centre of a person’s search, when potential customers try and research relevant terms or keywords. 

  5. Affiliate marketing

    The form of digital marketing for online business is affiliate marketing. We can wrap up affiliate marketing in just one word. Want to know which? It’s “influencer”! 

    That’s right. An influencer is just an affiliate that promotes your company’s products or services, usually for a fee. This form of digital marketing for online business involves collaborating with popular figures who encourage their fan base to try out your products or services, using their digital reach. 

How is Digital Marketing taking over Traditional Marketing?

How is Digital Marketing taking over Traditional Marketing?

Conventional marketing is a relic of the days gone by. It involves newspaper advertisements, posters, print media, billboard advertisements, and radio broadcasting among many others. While these mediums were helpful, the new age of digital marketing is here. 

Digital marketing for online business is rapidly overtaking these traditional methods in several essential ways, and fundamentally changing how brands promote their offerings and attract customers. Here’s five reasons why digital marketing is succeeding over traditional marketing. 

  1. The reach

    One of the greatest benefits of digital marketing for online business is its reach. Most forms of conventional marketing like billboards and hoardings are geographically restricted. Digital marketing is different. It allows brands to reach a global audience, and increases the potential for garnering new customers. 

    Through online channels like webpages, social media, and search engines, you can connect with new users anywhere in the world.

  2. The cost

    Traditional forms of marketing relied heavily on print media. Printing is extremely capital intensive, as well as ecologically unsustainable in the long run. Since digital marketing doesn’t involve any printing, it helps save profit margins by a lot. 

    Online advertising platforms thus allow companies to use those resources in more appropriate areas. Furthermore, digital marketing also allows real-time monitoring of your marketing campaign as well, which means you can alter/fix customer issues immediately without losing too much money. 

  3. Versatility

    Digital marketing for online business allows companies to use a wide range of different options and tactics to attract their customers, such as content marketing, pay-per-click advertising, social media, and email marketing. Additionally, it also gives versatility in the way these are optimised, for example, using reels, or video packages. 

    Print media and other traditional forms don’t offer the same flexibility. Companies can use pop culture in real time to leverage higher engagement through likes and reports as well. This versatility is also essential as it allows businesses to tailor their strategies to their specific target audience and goals, so companies can offer particular campaign ads to particular demographics, increasing their chances of success.

  4. Interactivity

    Digital marketing for online business fosters direct engagement with their audience. Social media platforms, for instance, enable real-time feedback on posts and stories which can be really helpful for brands. They can implement interactive and engaging content like online polls, quizzes, hashtags and even live streaming to boost engagement as well as customer participation in their campaign. When users feel involved, they are more likely to shop from that particular brand over its peers, driving higher sales. 

  5. Results

    Digital marketing allows companies to experiment with different advertisements and be more creative in their content, and strategies to find what works best. Because of the real-time nature of social media websites, campaigns which are popular will go trending while those which aren’t will not get much engagement. This iterative approach can lead to continuous improvements in campaign performance to find out what works best. 

That said, this is not to diminish the importance of Traditional Advertising, which is important in its own right. However, it’s clear how Digital Marketing benefits brands today.

Why is Digital Marketing Important for the Future?

Why is Digital Marketing Important for the Future?

If the above points aren’t reason enough for you to believe that the benefits of digital media are vital for all businesses in the future, we have a lot more advantages to give you.

Post the pandemic, the merits of e-marketing really paid off and there was a sharp rise in spend overall in Digital Marketing, with an increase of over 22% in budgets from 2020 to 2022. This goes to prove that even the largest and most established companies are restructuring their traditional Advertising budgets and giving Digital Media promotion more focus than before. Apart from the convenience of Digital Marketing and all it’s remote capabilities, these could be the other possible online advertising benefits, making it everyone’s hot pick:

  1. Digital Marketing helps you to effectively target your audience. Even if you don’t have the clearest idea of your target audience, you can use Digital Marketing tools to extract data and see what group of people work best for you, as an audience. You can then best align your marketing strategy with their needs, and going forward you can base all your marketing efforts around them, saving a lot of time and energy.
  2. Further, digital marketing benefits brands and allows them to choose from a wide range of content with ease. Using different content buckets you can build a solid digital media plan to effectively reach your target audience on multiple platforms, with each platform being optimised in different ways. This gives you the freedom to explore and experiment with various digital marketing trends.
  3. As new technologies constantly come into the market, the possibilities with Digital Marketing are just going to increase and people are just going to push the envelope of what is creatively possible. Digital Marketing may have come into the forefront because of the pandemic, however, now that people have started to realise its importance, its presence is only going to dominate the market more.

The Scope of Branding and Digital Marketing as a Career

The Scope of Branding and Digital Marketing as a Career

As our lives adapt to the new post-pandemic landscape, digital marketing for online business has surged to the forefront. Companies are actively seeking out digital marketing experts to take on pivotal roles and manage the responsibilities that come with the profession. 

In terms of career prospects, the field of digital marketing offers a vast scope, with high demand for professionals possessing specific skill sets. Students can imbibe these skills by enrolling in online marketing courses to better prepare for these positions of responsibility.  

Digital marketing courses with placement will help students improve their CV and enhance their skill sets. While there are lots of digital marketing courses online, the best digital marketing course will be the ones which have all the most sought-after skills in the digital marketing arena today. These skills are:

  • Video Production
  • Content Marketing
  • Data Analytics
  • Search Engine Optimization
  • Copywriting
  • Pay per click
  • Graphic Designing

Now that you have a fair idea of what skillsets are prioritised, you can work on them and get jobs in the following positions:

  • Digital Marketing Manager
  • Search Engine Optimizer
  • Social Media Marketer
  • Content Marketer
  • Email Marketer
  • SEM Specialist
  • SEO Specialists for Voice Assistants (Alexa, Siri etc.)
  • Video Producers
  • Data Analyst

Final Thoughts

Final Thoughts

With over 30% of the world’s population (too many zero’s to count) being connected online, reaching them there just makes sense from a brand’s perspective. Adding technology to age old web marketing strategies is the smart route to take for brands that want to stay relevant in the long run. 

The demand for Digital Marketing makes it a highly competitive field, starting your career earlier itself, in this field, is best. Check out our digital marketing courses online which are especially curated for freshers and makes use of blended learning for the most effective way to pick up new skills.

If you think this blog was helpful leave us a comment below and stay tuned for more such content.

Happy learning!

Related : 10 Tips on How to Advance Your Digital Marketing Career 

Frequently Asked Questions (FAQs) 

1. Why is marketing important in online business? 

A: Marketing is fundamental for online brands and businesses because it allows them to reach their target audience, increase brand awareness, and boost sales. Marketing strategies offer companies an opportunity to stand out from the crowd. Their goal is to engage with customers and maintain a strong presence to drive brand loyalty and retention. 

Marketing is fundamental for online brands and businesses because it allows them to reach their target audience, increase brand awareness, and boost sales. Marketing strategies offer companies an opportunity to stand out from the crowd.

2. What is the importance of digital marketing in India? 

A: Digital marketing for online business plays a pivotal role in this country. This is down to its large pool, and increasing internet connectivity of the masses. Digital marketing thus offers a lesser capital intensive way for brands to tap into this population pool and connect with a wide and diverse range of customers.

3. What is digital marketing for e-commerce?

A: Digital marketing for e-commerce pertains to the online marketing strategies which are specifically used for virtual retail businesses. It includes tools such as SEO optimization, PPC advertising, email/social media marketing and content marketing. These tools harness the power of digital marketing to convert online customers into sales.

4. What is the scope of digital media? 

A: The scope of digital media in India is huge to say the least. And it is still in its infancy. Digital media encompasses various different forms of online content, such as videos, images, reels and podcasts. Thus the scope of digital media is vast and prosperous.

5. What is the scope of digital marketing in the current business scenario?

A: The scope of digital marketing in the current business landscape is immense. Brands are increasingly shifting their marketing strategies to harness the power of digital advertising. Their cost-effectiveness and ability to attract a larger customer audience is enough for companies to want to leverage its benefits. 

The demand for digital marketing professionals is thus skyrocketing. Whether it’s SEO optimising roles, content development or data analytics, this is a field with continuous growth and innovation. This makes it a promising field to pursue a career in. 

Disclaimer: The success of job placement / interview opportunity depends on various factors including but not limited to the individual’s qualifications, experience, and efforts in seeking employment. Our organization makes no guarantees or representations regarding the level or timing of job placement / interview opportunity. Relevant terms and conditions will apply for any guarantee provided by upGrad.

What is Cyber Security and Different Types of Cyber Security?

In the last decade, Cyber crime has only increased with innumerous cyber attacks taking place every day on individuals and large corporations alike. Considering the digital age that we live in, it’s important to answer the question – What is Cyber Security and why does it matter?

In the simplest terms, Cyber Security is our internet’s very own army against the malicious cyber threats our systems are constantly subjected to. It is defined as any practice, technology, process or control that defends our electronic devices, programs, systems and networks and the data on these from cyber attacks.

Most people assume cyber attacks don’t affect them in any way, but that’s not true. Cyber crime affects everyone, and it is Cyber Security that is keeping our mobiles, laptops, softwares and networks free of hackers and other cyber criminals.

Why is Cyber Security Important?

Why is Cyber Security Important?

Cyber Security safeguards all kinds of information from theft and misuse. This includes sensitive information, personal details of individuals, medical records, intellectual property along with highly confidential government and industry related data. There is nothing stopping cyber criminals from targeting you, so throw out the notion that cyber crime does not concern you or isn’t a big deal for an individual entity. Without any kind of precaution, your information or your company would be completely at the mercy of cyber threats and cyber attacks.

In fact, the need for Cyber Security has increased tenfold as traditional Cyber Security practices like antiviruses and firewalls are no longer effective in holding cyber threats at bay. Since cyber crime can catch you off guard at any point from anywhere, it is important to cover all bases and ensure the highest level of security is maintained for all confidential and sensitive information.

Evolution of Cyber Security

Evolution of Cyber Security

The evolution of Cyber Security has gone hand in hand with the rise of cyber crime. All the way from 1971, when the first virus called the ‘Creeper’ affected systems on Tenex (an operating system). The virus was relatively harmless and displayed the words “I’m the Creeper. Catch me if you can!” across the screens of the affected computers.

The Creeper led the world’s first antivirus to be made, effectively called the ‘Reaper’. The Reaper was a self-replicating version of the Creeper that moved through the net, deleting copies of the Creeper.

There have been innumerable cyber attacks and counter attacks since the 70’s, and we’ve come a long way from the relatively harmless Creeper. A few notable milestones in the history of Cyber Security have been:

  • The inauguration of the Department of Homeland Security in 2002, by then U.S President George W Bush..
  • The passing of the General Data Protection Regulation, in the EU (circa, 2018). This bill gave users more control over their personal data and mandated the protection of such data by the organisations.

In the recent years, Cyber Security specialists, in a bid to to prevent cyber attacks, are focusing their efforts in these two areas:

The Internet of Things (IoT)

Cytelligence recently reported that hackers are more likely to make use of individual mobile devices or IoT devices like Smart Home devices, Smart TV , etc. All it takes is getting access to one of these devices, for the hacker to then infiltrate all the devices connected on that common network. This leads the hacker to gain possession of sensitive data including the victims’ medical records, personal information and bank statements.

Exponential Amounts of Data

The surplus of data flowing through the world concerns Cyber Security specialist and former Secretary of Homeland Security, Michael Chertoff. He claims that storing large amounts of data, especially when the data is confidential, can be an entryway for hackers to take over entire databases, which is why continuous efforts have to be made to safeguard these systems.

Cyber crime has risen far beyond the harmless Creeper and become far more dangerous for the systems as well the users involved in the hack. In fact, cyber crime can now be categorised in several distinct categories, each one with different targets and remedies.

Types of Cyber Threats

Types of Cyber Threats

We can grossly categorise the different types of cyber threats into these 7 sections:

  1. Malware

    As the name suggests, Malware is a malicious software that gains access when a malicious link or attachment is clicked by the host. When activated by the user, the malware can:

    • Block access to the device or account unless certain conditions are met (like a ransome being paid)
    • Obtain confidential information directly from the hard drive (spyware)
    • Install harmful software without the permission of the host
    • Play havoc on individual components of the device, making the whole system unstable
  2. Emotet

    Emotet was a banking trojan that evolved into one the most go-to malwares used to access the user’s private information including bank statements. At one point, it was known as the most costly malwares to affect the world. Emotet was usually transmitted via downloadable links in spam mails. Once the victim clicked the link, the malware would get installed directly.

  3. Denial of services

    A DoS is a type of attack where the computer network is overwhelmed with requests, which eventually leads the targeted computer unable to accept requests. Hackers sometimes use a botnet, which is also known as ‘zombie systems’, that are used to affect millions of computers at the same time.

  4. Man in the Middle

    Man in the Middle (MITM) refers to an attack where the hacker positions themselves in the middle of a conversation between the victim and the computer device. The hacker usually impersonates the system, making the user believe a normal exchange is taking place, and steals the personal information of the user.

  5. Phishing

    Almost all of us have one way or the other fallen for a phishing scam. Phishing attacks usually make use of fake communication (fake emails, messages, phone calls) to deceive the users into carrying out certain instructions (submitting bank details, log in credentials for websites), leading them to access the personal information of the user.

  6. SQL Injection

    SQL stands for Structured Query Language. An SQL injection is a type of cyber attack that infects servers using SQL with malicious code. Once infected the SQL server leaks out information.

  7. Password Attacks

    Most systems are only one password away from being vulnerable to a host of attacks. Social Engineering is a type of attack where the perpetrator causes the victim to break standard protocol and reveal their passwords. In other cases, hackers directly hack into password databases and steal the information of millions of users in one swoop. Apart from this hackers just use plain ol’ guessing. Keep 1234 as a password and it’s just natural selection at this point 😜

    Cyber crime has definitely risen to unimaginable heights in the last decade. However, not all is lost. With the rise of crime, the amount of security has risen too. Let’s take a look at the types of Cyber Security in place that protects our systems from malicious attacks.

What are the three different types of Cyber Security?

What are the three different types of Cyber Security?

Just like cyber crime, Cyber Security too can be broadly categorised into several sections. Let’s look at the 3 most prominent examples.

  1. Database and Infrastructure security

    Database and Infrastructure security is usually implemented for a cyber physical system, which includes everything from computers to water purifying systems and even electrical grids. Since all the networks we use include a physical counterpart, it would make sense to safeguard these first.

  2. Network Security

    Network Security is a set of rules, protocols and techniques made to protect the accessibility and confidentiality of data using both software and hardware technologies.

    There are 3 types of Network Security:

    • Physical Network Security

      stops unwanted access to the physical components part of the network (routers, cable cupboards, etc). Precautions like biometric scanners, physical locks, etc. are implemented as the first layer of security.

    • Technical Network Security

      takes care of all the data and information on the network as well as all the data getting transferred in and out of the network. TechSec makes use of various methods like network authentication management and IT security strategy.

    • Administrative Network Security

      controls user behaviour, including deciding what kind of authentication will be required from the user, the level of control each user has as well as how the IT staff implement changes.

  3. Application Security

    Since the entirety of the Tech world is running on applications, it is critical that we safeguard these softwares from malevolent attacks. Application security uses software and hardware for protection against threats that may appear during the development stage of an application life cycle. Application Security makes use of measures like firewalls, antivirus programs, encryption, etc.

    There are many other types of Cyber Security measures taken (Cloud security, Information security, etc.) that you’ll learn about if you choose to become a Cyber Security specialist.

Careers in Cyber Security

With cyber crime at an all-time high, the demand for Cyber Security professionals has increased exponentially. And with the rising level of crimes also comes never-ending opportunities in this field. Some of the most in demand jobs for freshers in this field are:

  • Cybersecurity Engineer
  • Cybersecurity Analyst
  • Network Engineer
  • Cyber Security Consultant
  • Cybersecurity Manager
  • Systems Engineer
  • Vulnerability Analyst
  • Software Developer
  • Cybersecurity Specialist
  • Ethical Hacker

If any of the above roles interest you, you might be interested in checking out our Cyber Security course that will teach you everything like Security essentials, Cryptography, Application Security, Cloud Security, Cyberattacks and various other Security practices for businesses.

Key Takeaways

Cyber Security came into existence to protect our systems from data breaches and other cyber attacks. Even though cyber crime has evolved a lot over the years, Cyber Security specialists have come up with their own set of protocols to fight cybercrime and protect our Network and Data. The best part is that Cyber Security has steadily become an important field and is now being taken seriously by every industry, large or small, that works with any kind of IT infrastructure.

If you think we convinced you to join the fight against cyber crime and become a Cyber Security specialist, check out our course and don’t forget to drop us a comment 🙂

Effective Ways on How to Improve your Interview Skills and Get Placed

We understand that job interviews can be quite nerve-wracking. But they’re also the gateway to your dream career! Whether you’re new to the job market or looking to switch careers, honing your interview skills is key. In this blog, we’ll show you tips and tricks on augmenting your abilities and skills, and help you ace common interview questions so you can make a great impression and increase your chances of getting your dream role. 

Follow this article, and no matter the interview questions, you will be able to successfully crack your job interview

What are the successful strategies to crack job interviews?

What are the successful strategies to crack interviews?

As a fresher, interviews can be painfully stressful. Especially when there’s no one to guide you through the insane amount of preparation you’re stuck with the day before. To make your life easier, we’ve noted down the most important strategies and interview tips for freshers before the D-day.

  1. Research about the company

    Research is one of the most important interview skills you must develop. You have to research about the company you are applying to and about the position they are offering you. Things you should keep in mind when researching for a new job interview or considering a prospective offer:

    • Your goals and expectations v/s the roles and responsibilities of the position you’re applying for.
    • Salary, this is very important. Your future employer has to match or come in a reasonable range of what you’re asking for.
    • If the position has had a high turnover rate, i.e many people leaving the role, then try to find out why that is the case and more about this position. Sites like Glassdoor are great places to check the company’s rating.
    • You should browse through these sites to get an overall idea of what the company culture is like. If possible, reach out to existing or ex-employees and ask more about the company.
    • Now if you’re sure you want to apply for this job role, your next step should be to not just research but to also learn about the company and its products/services/new launches.
    • Going further to learn about the company, check for any news about the company and go through their social media pages. The more you know about the company the more it will impress your future employers. And higher the chance of you having the best interview of all time.
  2. Utilise the STAR method

    When it comes to answer situational questions (like how have you handled conflicts in projects) during your job interview, the STAR method will help you structure your answers better. STAR stands for Situation, Task, Action and Result. Explain the Situation, list down your Responsibilities or Tasks, then talk about the Actions you took and finally the Result of your actions.

  3. Dress to impress

    Or as we like to call it dress well – test well. This obviously doesn’t mean you go out of your budget for the interview. But on the day of your interview ensure you’re well groomed and presentable by the company’s standards.

  4. Appear Confident

    Dressing well is only the first step to impressing your interviewers, if you don’t appear confident, all your prep is going to fall flat. Your confidence should be reflected not just in your answers, but also in your body language.

  5. Ask questions

    Once your interviewer is done questioning you, ensure you ask questions about the company or your job or your team. Asking the right questions is one of the most important interview skills you could teach yourself. The interviewer will feel that you actually care about the job and you’ll get to learn about your prospective team well in advance. It’s a win-win.

  6. Follow up

    After your job interview, it is possible you won’t hear back from the company on the promised date; in that case follow up with them. Either via email or via call if you have the number. If they haven’t made a decision on the position yet, you will definitely be at the forefront of their potential candidates.

    Also Read : Resume Guide for Freshers

Common Interview Questions (with answers too!)

Common Interview Questions (with answers too!)

It is hard to predict the exact questions your interviewer will ask you during your interview, so if we had to, we would place our bets on these commonly occurring interview questions for students and freshers. Answer these well and you’ll learn how to crack interviews for sure!

  1. Tell us about yourself.

    This is a very commonly asked interview question for students, and this is how you should answer it.

    Start by sharing a few details about where you’re from and what your background has been, where you studied etc. Then slowly transition into what your past work experience has been and what you have worked with in the past. Don’t add irrelevant details and drag the question on. It will create a bad impression on your part.

    Interview Hack: Use the Present Past-Future Rule to answer this question.

    • Start with what you’re currently doing in your career and add some examples or quantifiable details of your work.
    • Refer back to your Past and show your recruiter how it shaped your decisions.
    • Before you end the answer, throw in a bit about what your future aspirations are and how the company can help you get there.

    Another alternative interviewers take to ask this question is “Walk me through your resume” in which case you should talk less about your personal life and elaborate more on the achievements you’ve added on your resume.

Also Read : Guide On Strengths and Weaknesses To Crack Your Job Interviews

  1. Why do you want to work for this company?

    Remember all that research we asked you to conduct in the earlier section?

    Use that to answer this question! Talk about how the company can help you achieve your goals or how your vision/goals align with the company’s goals. You can also add what work of theirs impressed or fascinated you. If they have published research work, talk about what aspects you liked about it. If you have friends within the company, you can talk about how you heard about the company’s culture and ethics and how you would want to be a part of it.

    However, don’t go overboard with the praises and make it come across as fake (should you choose to fake it till you make it).

  2. Tell me about a time you overcame a challenge.

    This is the most perfect opportunity you can find to demonstrate your skills through a story.  Use the STAR method we spoke about earlier to give an added punch to your answer.

    • Situation

      Talk about a situation you faced in your previous job or in college. Did you ever work with super tight deadlines? Brownie points if it’s a team project.

    • Task

      How were you responsible for the project? What was your role in the story?

    • Action

      What measures did you (specifically) take to ensure that your project met the deadline? How did you make a difference?

    • Result

      Finish with the resulting outcome. Now ideally your story should end positively, however if it didn’t have a positive outcome talk about the lesson you learnt in the process.

    You can use this method to answer other differently worded questions like, “Can you work under pressure?” Or “talk about a setback or failure you faced.”

  3. Will you be able to work overtime or relocate should we ask you to?

    This is a very tricky answer with no “correct” answer. But our advice would be to answer truthfully and not say ‘yes’ to simply please your employers. Answer ‘Yes’, ‘No’ or even ‘Maybe’ based completely on your preferences and your situation. Just be sure to back up your answers with legitimate reasons.

  4. What are your Salary expectations?

    Another very important but very tricky question that you will be asked. And there is no doubt about this, at some point you will have to discuss your salary expectations with your future employers. These are the ways you go about this conversation:

    • You can ask your interviewer what their budget is and what they would be willing to offer you, to better understand the situation.
    • Take into account your living expenses, any other financial goals of yours before you agree to anything.
    • Don’t just quote a random figure, take into account your experience, how much the average person in your field makes, etc. If you have any other invaluable qualities then take that into account as well.

    This is a difficult situation to navigate, especially if you aren’t used to talking about compensation or money in general. But you have to remember that you are a hundred percent within your rights to ask for a fair salary that meets your needs.

    You should be covered with the above questions, but go the extra mile to prepare for any unconventional interview questions the interviewer could ask you. You’ll thank yourself later!

Also Read : List of 10 best paying jobs in India

Types of Interviews

Types of Interviews

Depending on the company you apply for, there is a set pattern for the way interviews are conducted. These are possible types of rounds you could have during the entire interview process:

  • Personal Interview

    Your personal interview concerns all things you! You can expect questions about your life, your past career experiences, projects you might have worked on, the skills or tools you’ve picked up and so on and so forth. In the previous section, we have covered the different types of questions you could be asked.

  • Group Discussion

    In places where multiple candidates are interviewed for the same role, they hold group discussion rounds to test public speaking skills, confidence, general knowledge, and other soft skills. If the group discussion is domain-specific, they would also be looking out for your subject matter expertise.

  • Technical Round

    This is also carried out one-to-one or sometimes in larger organisations, an entire panel of interviewers take interviews. In the technical interview, they will purely test your domain knowledge in a particular subject. So be sure to prepare relevant subjects before your interview. If your field of choice requires domain expertise, you will not get the job without it.

There are other interview rounds as well, but these three are the most commonly occurring ones. In either case, remember to centre your answers around the company and their needs along with small anecdotes about yourself.

Final Thoughts (and tips)

Final Thoughts (and tips)

Mastering interview skills is a crucial milestone. With the right preparation and mindset, you can turn interviews from anxiety-inducing experiences into opportunities to shine! Remember, every interview is a chance to showcase your unique skills, personality, and potential. Just be confident in yourself and your interview skills.

If you would like more help, check out our Placement Plus Program! This can help you crack job interviews and help in perfecting your interview skills through mock interviews, resume building workshops and more. Your dream job is waiting for you! 

Also Read : Things To Do Before and After the Interview Process

Frequently Asked Questions (FAQs) 

1. What is one of the best ways to improve your interview skills? 

A: One of the best ways to improve your interview skills and crack job interviews is through repeated practice. Practise mock scenarios with your colleagues, friends or family to get feedback and refine your responses. This practice will help you become more comfortable with the interview process and better articulate yourself in stressful situations. 

 

2. How to improve your interview skills and beat the competition? 

A: To improve your interview skills and stand out from the competition, you should, firstly, research the company thoroughly. This will aid you better prepare for common interview questions that are likely to be asked. Then you can showcase your soft skills, such as communication and problem-solving. Moreover, dress professionally and maintain good posture while answering. Lastly, try out mock interviews as they are really helpful in upskilling yourself and feeling more confident in your capabilities.  

 

3. Why is it important to improve your interview skills ? 

A: Improving your interview skills is vital because job interviews are the gateways to career opportunities. A strong interview performance can be the deciding factor in securing a job offer. 

 

4. What is the purpose of an effective interview?

A: The purpose of an effective interview is to assess a candidate’s qualifications, skills, and fit for a specific job and company. Employers use interviews to determine if an applicant has the right expertise and personality for the job.

Importance of Body Language in Communication

You know what really is a universal language, not just for humans but for animals too?

Body Language. 

We’ve used body language since the dawn of time to effectively survive the wild. We might be in a concrete jungle now but the rules of effective communication remain the same. We are constantly judged based on our body language, so it’s safe to say that positive body language is a very powerful tool that will get people to understand you and make a good impression on them. Especially when it comes to cracking those interviews, the effective use of body language can make all the difference.

But first let’s explain body language, starting with the definition of body language.

What is body language in communication?

What is body language in communication?

Bodies speak volumes about their owners and are oftentimes the key to discovering the other person’s intentions, emotions and state of mind. Our bodies often perceive the opposite person’s body language sub-consciously and react automatically. If someone is being increasingly aggressive towards us, we tend to assume a defensive stance without putting much conscious effort. This is because we are hardwired to feel threatened in such situations and our body feels a strong urge to protect itself. 

On the other hand, if you’re in the position of the aggressor, you will find your face flushed red – due the increase in heart rate, you will start to breathe more deeply to increase air intake, your fists will clench in anticipation of a fight and you will start to speak in a higher volume. These traits have been passed down to us through evolution. And all of these symptoms have a definite purpose in preparing our bodies for a fight. Although this much aggression is unlikely to occur in our workplaces (unless your boss is truly terrible or maybe you’re the truly terrible boss 🙃). 

These were just some of the examples of how we make use of body language in communication – you might recognise some of them as signs you’ve witnessed in yourself or in the people around you. 

The role of body language in communication

Science has proven that more than tone of voice and choice of words, people pick up on our body language. Humans are hardwired to catch unspoken cues from the body language of the person opposite us. Just because the person opposite you is talking in a loud voice, you won’t automatically take it as a threat, probably because their body language is telling you that they are being open and friendly. 

Even if you aren’t someone who is used to looking out for vital information in other people’s body language, keep in mind that other people are looking at your body language all the time. Keeping a check on your body language will greatly improve your perception in other people’s eyes – people including your future recruiters and managers (should you land the job). 

For example, we all know confidence is the key to acing any interview. And while we are confident in what we speak, we often fail to appear confident overall – which doesn’t bode too well with future recruiters who are used to keeping an eye out for leg bouncing, defensive and closed postures, guarded or nervous expressions, even clenched fists will alert them to any inconsistencies in our communication.

When our body language becomes our enemy

When our body language becomes our enemy

Effective body language is the key to successful communication, but sometimes over-communication is also a bad thing. We have to find a balance, so that we don’t reveal too much. Here are some examples of what negative body language includes:

Boredom

  • Unfocused vision or staring into space
  • Tapping or drumming your fingers
  • Doodling or writing random things
  • Hand on cheek 

Nervousness

  • Leg bouncing
  • Clenched fists
  • Furrowed brow
  • Closed or tight body language (hunched shoulders, arms crossed)

Agitation

  • Clenched fists
  • Raised eyebrows
  • Flared nostrils
  • Flushed cheeks
  • Tense body language over all

Other negative body language signs

  • Nail biting
  • Rapid blinking
  • Locked ankles

How to develop positive body language

How to develop positive body language

Earlier we mentioned that a lot of our body language is subconscious and takes place without us noticing. But not all is lost. The only reason they go unnoticed is because we aren’t used to controlling them. Once we become aware of what we are doing, we can immediately put a stop to it. That’s not all. Apart from controlling our negative body gestures, we can consciously maintain a positive body language to reinforce feelings of trust, safety and interest in the other person. 

Once you start gaining more self awareness, you can actually work on our positive body language skills in the long run. Positive body language is effective in reassuring the other person and making them feel secure enough to drop their guard and have an open conversation with you. 

Here are some positive body language examples you can apply in specific situations:

Meeting someone for the first time

  • Keep an open posture and avoid crossing your arms
  • Give a firm handshake to greet the other person (don’t crush the other person’s hand though 😬)
  • Maintain direct eye contact with the other person (with adequate breaks to not freak them out).
  • Do not touch your face while answering any questions (you may come across as dishonest)
  • If you’re standing close, make sure to keep some personal space (don’t be creepy).
  • Most importantly, smile!

For Effective Public Speaking

  • Maintain a confident posture (head held high, shoulders dropped, arms not crossed, overall open body)
  • Use your hands gestures to communicate 
  • Keep your back straight and don’t slouch (this will help you with voice modulation as well.)
  • Look over at your audience when addressing them

Body language around the world

Body language around the world

We live in a global community with opportunities in every part of the world. Moving out and starting over is hard enough but with the added layer of communication problems – life does not feel kind. If you’re planning to ever apply for a job outside your home country, you have to be all the more mindful of your hand gestures.

Hand gestures are universally accepted as one of the key aspects of body language. They have been used for communication since the time of evolution, and are diverse as the number of cultures that have come into being. Positive gestures that signify one thing in your culture or your part of the world can mean something entirely different in other regions. In some cultures, bowing your head is considered the appropriate way to greet someone, opposed to the typical firm handshake followed in many western cultures. 

It is important to know about the cultural impact certain hand gestures have in certain places. Using incorrect or sometimes inappropriate gestures can lead to misunderstandings or maybe lead the other person to even take offense.

Have a look at some of the craziest differences in hand gestures around the world. 

  • In Russia, it is customary to count numbers starting with your palm open, counting down with the pinky first. So the number 5 is represented with a closed fist.
  • Peace signs have taken over the world. However, in the UK, there is only one acceptable way to make one, with the inside of your palm facing outwards. Holding two of your fingers up and showing the back of your hand is considered a very rude gesture.
  • Doing a thumbs up in Iran is considered very offensive and most definitely won’t convey the message of everything being alright. 

And these were just the tip of the iceberg. There are millions of body language gestures around the world in different cultures. It is virtually impossible to know all of them beforehand. But taking some time to learn about these things could help you fit in easily, were you to ever travel to a different country or meet someone from a different cultural background.

Conclusion

Conclusion

Effective communication is composed of both verbal communication as well nonverbal communication. Nonverbal communication or body language takes into consideration facial expressions, posture, hand gestures, eye contact and much more, and these are just as vital (if not more) than what we have to say. With effective body language, we can avoid misunderstandings, create a positive impression and even make a lasting connection in our personal and professional lives. 

All it needs is some practice and self-awareness 🤭

Hope you found these tips on positive body language useful. If you’d like us to cover more examples of body language in communication, let us know in the comments below.